1. CANCER RESEARCH UKSSOCIAL COMMUNITIESA YEAR OF GROWTH SEPTEMBER 2012

2. Contents Who we are How CRUK used social media to support marketing initiatives(becoming one of the top charities using Social Media in the UK) 4 Campaigns:1. Race for Life 20122. Plain Packaging: The answer is plain3. Brand Campaign: 2011 + 20124. Stand Up To Cancer Summary of achievements2Wednesday, 19 September 2012 AdTech London 3. WHO WE ARE1 4. Who We Are and How We Work Together AARON ECCLESSEB UNDERHILL SOCIAL MEDIA MANAGER AT CANCER RESEARCH UKDIRECTOR OF SOCIAL MARKETING AT 33SECONDS Who we are: Who we are: Cancer Research UK is the worlds leading A specialist Social Media Marketing and PR agency independent charity dedicated to cancer research social media for brands and organisations PR for social tech companies relationship building between brands andEuropean tech community Role within the organisation Services we provide to Cancer Research UK: Oversee all social media activity and strategy across Social media marketing strategies the charity Campaign Implementation Co-ordinate social media stakeholders Creative Production Community manager of main CRUK channels Consultancy 4Wednesday, 19 September 2012AdTech London 5. OURAPPROACH TOSOCIAL MEDIA 6. Our approach to social media Social media sits within the Cancer Research UK communications team, but worksclosely with the digital and brand teams In some cases, specific products such as Race for Life have their own communitymanagers Integrated within all campaigns, from fundraising to lobbying to health and awareness Long term view of social media allows for year on year campaign optimisation Regular Social Media Managers Forum sessions information sharing, co-ordination Agencies brought on board for individual campaigns when necessary 33Seconds is our retained social media agency and works on big campaigns like Racefor Life and our annual brand campaign New technology spotlight sessions delivered to Social Media Managers Forum by33Seconds How this works in practice6 Wednesday, 19 September 2012AdTech London 7. RACE FOR LIFE20121 8. Race for Life 2012What is Race for Life The UKs largest women only fundraising event 250 events nationwide 18th yearWhat were the key goals Drive brand awareness (particularly around launch) Drive race entries & supporter fundraisingWhat we did: Channelled enthusiasm and positive sentiment 100k Interaction Challenge Equipped the community with a set of tools to engage Encouraged photo sharing & location specific engagement (Partnership with EyeEm) Supported earned activity with a modest paid budget8 9. Race for Life 2012Results: Created 100k+ positive interactions and 10m+ impressions around the 2012 campaign launch Met and exceeded sign up KPIs from social activity overall Equipped Race for Life with a best in class photo sharing tool which can live on for future campaigns9 10. THE ANSWER ISPLAIN2 11. The answer is plain11 Wednesday, 19 September 2012 AdTech London 12. The answer is plainA tough sell and a powerful opponent Its about protecting children Government opened consultation on whether cigarettes should be sold in plain, standardised packaging We needed to show the power of brands and explain that cigarettes are one brand our kids can live without Primarily a social campaign We worked across Facebook, Twitter and YouTube We engaged bloggers and social advocates Media spend allowed us to promote the video through seeding and Facebook ads PR and social media Baghead stunt brought life to the campaign Results 257,000 video views 79,000 petition signatures More than 5,500 public mentions of the campaign on Twitter and in blogs (not including retweets) 6 paper bags lit on fire by friends of the tobacco industry Learnings People who disagree will be the most vocal be prepared! Petitions need to be accessible via mobiles!12 Wednesday, 19 September 2012 AdTech London 13. BRANDCAMPAIGNS 3 14. Brand Campaign 2011 Share your story with us14 Wednesday, 19 September 2012 AdTech London 15. Brand Campaign 2011 Share your story with us What is the brand campaign? Biggest annual promotional campaign, across TV, radio, print & digital marketing channels An opportunity to bring the brand to life Demonstrating who we are, what we do and why we need the support of the public What were the main objectives of the campaign? To build a deeper relationship with supporters Drive direct supporter engagement with the brand Build loyalty & consideration to donate amongst our existing social audience and their extended networks; Create a halo impact on fundraising What We Did: Using the TV ad as inspiration we asked supporters to share their cancer story with us on Facebook & Twitter and made a promise to respond to every story with a relevant response15 Wednesday, 19 September 2012 AdTech London 16. Brand Campaign 2011 Share your story with usThis was a huge effort which brought teams from across the charity together How We Prepared: Execution of a predefined content plan designed to direct and inspire the stories we received Dedicated community management support around the clock Prepared staff with an arsenal of information Two sign off levels to ensure accuracy and brand integrity Wrap up session with all involved to reflect Results Hundreds of stories shared Community growth: 23,545 new fans in 2 weeks Halo impact on fundraising16 Wednesday, 19 September 2012 AdTech London 17. Brand Campaign 2012A new brand positioning and creativetreatment that lends itself to social media: What are we doing: Utilising the new brand logo creative to embody the #CollectiveForce against cancer which the new logo represents Presenting user generated content alongside brand content to reflect the coming together of the #CollectiveForce Delivering this through innovative interactive image technology to progressively build the new logo from supporter contributions Soliciting user content contributions by giving them a series of social media asks17Wednesday, 19 September 2012AdTech London 18. STAND UP TO CANCER4 19. Stand Up To Cancer19 Wednesday, 19 September 2012 AdTech London 20. Stand Up To CancerThe Challenge: Create a massive social campaign and community in two months What is Stand Up To Cancer? Massive US telethon Brought to the UK this year as part of a partnershipbetween CRUK and Channel 4 On air October 19th How do we get people on side?Coordinated push on Facebook, Twitter and YouTubeTargeted ad spendSupport from current CRUK and C4 communitiesFamous facesMessages of hope How were doing so far 51,000+ Facebook fans 1,100 Twitter followers 10,000 video views ChallengesLots of partners CRUK, C4, US SU2C (sign off can take a while)Content when the show hasnt happened yet, you start to run out of content pretty quickly!Growing Twitter Facebook growth can be complemented by ad spend but Twitter is more difficultFinding our own voice tone must be different from CRUK, C4, US show, etc20Wednesday, 19 September 2012AdTech London 21. SUMMARY 22. Summary 620KGoogle+ Community size Twitter Community size127KFB Community size 47K 200K18KMay11 Sep2012 May11 Sep2012May11 Sep2012 Cancer Research UK came top of the Guardian Social Charity 100 index 2011 Cancer Research UK 4th (top charity) in the Social Brands 100 201222Wednesday, 19 September 2012AdTech London 23. @aaronteccFOLLOW US ON TWITTER @globalsebAaron Ecclesaaron.eccles@cancer.org.ukSeb Underhillseb@33seconds.co